SILVA, J. G.; http://lattes.cnpq.br/4204165639385750; SILVA, Janaina Gadelha da.
Résumé:
The influence of social media on consumer behavior is huge
importance for the academic field as it addresses the study of how people
make their purchasing decisions. The research aims to evaluate research
about the influence of social media on consumer behavior in
last 5 years. To carry out the research, article bases were visited
scientific Scientific Periodicals Electronic Library – ANPAD SPELL, Google
Academic, as well as ReMark - Brazilian Marketing Magazine for being a
important journal in the field of marketing in Brazil, having as
Particularity is the search for articles published during the years 2019-2023.
A relevant concentration of publications was observed in more recent years, in
special in 2019, which demonstrates the growing concern of scholars of
marketing with consumer behavior in the digital environment. The analysis of
Recent publications highlight the concentration of studies in the field of strategies
of managing the consumer experience through social media, both in terms of
refers to interactions regarding the analysis of consumer satisfaction. Was observed
also that social media are tools that allow excellent
communication in the world of technology, thus facilitating access to research for
consumer satisfaction. This article contributes by confirming that
One of the areas with the greatest visibility and movement is the current digital environment
accompanied by a growth in scientific production that supports the
development of this theme. For academia, this study is relevant in the
as it expands knowledge through the presentation and discussion of data
relevant information about social media marketing.